Understanding Generation Z: Key Statistics Every Marketer Should Know

Born between 1997 and 2012, Generation Z represents over 68 million Americans. As the first generation of true digital natives, Gen Z grew up with smartphones, social media and on-demand entertainment. They are unlike any previous generation in how they consume information, connect with others and spend their time and money.

For marketers, Generation Z represents an enormous, emerging customer base that will soon overtake Millennials in purchasing power. However, Gen Z has different expectations, preferences and values compared to older generations. Brands that understand the Generation Z mindset will have an advantage in earning their attention and loyalty.

In this article, we‘ll dive into 27 key statistics to help you understand Generation Z as consumers:

Gen Z is Mobile-First and Tech-Savvy

1. 95% of Gen Z own or have access to a smartphone [Business Insider]. Gen Z is the first fully mobile generation, often accessing the internet exclusively through phones and tablets.

2. Gen Z checks their phones an average of over 200 times a day [Business Insider]. That‘s about every 4-5 minutes.

3. 78% of Gen Z say technology has a positive impact on their lives [Salesforce]. They appreciate the convenience, connectivity and creativity that tech enables.

4. On average, Gen Z spends over 7 hours per day online [Forbes]. And yes, they often multitask across several devices simultaneously.

5. 67% of Gen Z say they know more about technology than their parents [Dell Technologies]. No wonder they feel empowered to explore technology and express themselves creatively online.

Social Media Shapes Gen Z‘s Preferences

6. 41% of Gen Z say Instagram is their preferred platform [Morning Consult]. That significantly edges out Snapchat at 22%.

7. YouTube comes in 2nd place with 32% naming it their favorite platform [Business Insider]. YouTube is likely where Gen Z discovers much of the music, personalities and content they follow.

8. TikTok ties Snapchat for 3rd place, with 22% of Gen Z using it more than other platforms [Business Insider]. Fun, goofy and creative, TikTok aligns with Gen Z‘s passion for self-expression.

9. 53% of Gen Z rely on influencers for purchasing recommendations [MediaKix]. Their endorsements seem more authentic than traditional ads.

10. Gen Z also trusts reviews: 39% read product reviews before making purchases [IBM]. Positive customer stories help Gen Z evaluate brands and products.

Gen Z‘s Spending Goes Toward Experiences

11. 76% of older Gen Z (age 18-22) say experiences are more important than material goods [Eventbrite]. Shared experiences help Gen Z create memories and find their identity.

12. Gen Z spends most heavily on food (over $2,600/year), concerts/music festivals ($1,156/year) and hobbies ($1,025/year) [Piper Jaffray]. Companies in dining, events and entertainment are getting the most Gen Z dollars.

13. 53% of Gen Z say they‘re willing to pay more for sustainable products [IBM]. Eco-friendly production methods and social responsibility can justify higher prices.

14. 48% of Gen Z prefer to shop directly on social media [IBM]. They seem to trust the authenticity of products promoted through influencers and peers on social platforms.

Gen Z‘s Expectations Are Changing Employment

15. 61% of Gen Z don‘t expect to work for only one employer [ManpowerGroup]. The average Gen Z worker expects to take a "portfolio career" path with varied experiences.

16. 53% prefer to be their own bosses rather than work traditional jobs [Inc]. Gen Z knows entrepreneurship is now more accessible than ever.

17. 79% want jobs preparing them for the future workforce [Northeastern University]. They expect employers to provide training and development opportunities to gain emerging skills.

18. 87% say a fun work environment is very important [LinkedIn]. Gen Z envisions a workplace centered on collaboration rather than competition.

19. 75% say diversity and inclusion policies affect whether they apply for a job [Glassdoor]. Gen Z expects equal opportunities for all regardless of demographics.

Gen Z Cares About Authenticity and Meaning

20. 62% say having an impact drives their fulfillment more than a high salary [Deloitte]. While past generations focused more on prestige and wealth, Gen Z prioritizes purpose.

21. 76% are concerned about humanity‘s impact on the planet [Business Insider]. Climate change worries Gen Z, inspiring action through purchases and policies.

22. 81% believe their generation will change the world [LinkedIn]. Gen Z maintains an optimistic attitude that they can drive progress.

23. 78% say companies have a responsibility to address social justice issues [Fast Company]. Gen Z expects brands not only to take a stand but back up talk with action.

24. 60% believe political correctness is good for society [Pew]. Gen Z values inclusive language as a way of showing respect.

25. 35% of Gen Z is diagnosed with a mental health condition [American Psychological Association]. Reducing stigma around mental illness is important to support Gen Z‘s wellbeing.

Looking Ahead to Gen Z‘s Impact

26. By 2026, Gen Z will account for over 20% of global income [Bloomberg]. As they enter the workforce, their economic power will only grow.

27. In 5 years, Gen Z will overtake Millennials as the most populous U.S. generation [Pew]. Understanding Gen Z now is crucial for companies hoping to thrive in the future.

There‘s no question that Generation Z represents a disruptive force that will transform industries in the years ahead. Their values propel changes in consumer behavior that companies must address if they want to continue resonating with younger audiences.

Are you ready for the rise of Gen Z?